case study

BEVEL

From Launching One Game Changing Razor to Becoming the Leading Masstige Head-to-Toe Grooming Brand

Bevel Pro-17

Overview

First and Last PR is proud to be the Agency of Record for Walker and Company Brands, the makers of Bevel, since late 2019 with a goal to highlight the groundbreaking products for men’s grooming as well as the important mission to praise, protect and support their core consumers.

Our partnership continues to drive core messaging around Bevel’s socially driven campaigns including “Created for Kings”, “Get Your Mind Right”, and movements towards Anti-Recidivism as well as new product launches, showcasing the brand’s dedication to Black men and creating solution-oriented products that honor them.

Practice Areas

Beauty & Grooming

10
Press Hits
10 B
Media Impressions
$ 10 M
Monetary Value

our

approach

Bevel came to First and Last PR with the objective to tell their story through the lens of honesty and authenticity. First and Last PR was thrilled to work with Bevel, a brand with a unique position in the men’s grooming market. Very few brands champion the dedication to and passion for their core consumers like Bevel, making this a truly exciting partnership for First and Last PR. First and Last PR came up with groundbreaking ways to further highlight Bevel’s unique products, grooming solutions and prosocial campaigns for their market.

The 
challenge

01

Spread brand awareness beyond current consumers as the brand relocated national
headquarters from Silicon Valley to Atlanta.

02

Generate buzz about new product launches and existing collections.

03

Keep Bevel products top of mind during COVID-19 global pandemic and retail
shutdown.

04

Disseminate Bevel’s brand positioning in midst of national movement around racial injustice.

05

Establish message of Bevel brand as synonymous with the most trusted grooming
solutions for him.

OUR 

strategies

01

Develop product awareness and exposure with press via strategic, targeted
communication plans.

02

Provide access to Bevel’s Founder and CEO, Tristan Walker, as a trusted and
inspirational business leader.

03

Introduce the brand’s latest product launch utilizing a curated mailer to beauty and
grooming press.

04

Build key editorial relationships through diligent management of desk-side meetings with
business reporters, industry experts and beauty editors to allow for future story
opportunities.

05

Plan and execute exclusive editor pop-up barbershop and grooming lounge to launch
the Bevel Pro All-in-One Clipper and Trimmer opening the door for interviews,
social content creation and story angles.

06

Submit Bevel for leading grooming awards from top publications and industry
organizations and manage awards campaign(s).

07

Diversify brand leadership representation with the Bevel executive team with
interviews and speaking opportunities for increased exposure.

our

results

First and Last PR garners big results for Bevel’s key initiatives by securing highly visible media placements with key connections and storytellers, promoting Bevel’s mission to support black men from a grooming angle as well as a societal one.
Bevel is established as the go-to head-to-toe grooming brand for Black men
First and Last PR secured a complimentary 4Q flight via popular streaming app, Philo, as a part of a $1M impressions pledge.
To date, First and Last PR has garnered many prestigious awards for Bevel, including: 2021 GQ Grooming Awards for best exfoliator (2-in-1 Exfoliating Pads)
AskMen 2021 Grooming Awards for best hair styling product (Bevel 2-in-1 Pomade). | AskMen 2022 Grooming Awards for best body lotion (Bevel Body Lotion)
Allure’s Best of Beauty Awards for best exfoliator (2-in-1 Exfoliating Pads) | The Manual Awards. | Spy’s 2020 Man Awards for Best beard oil
Bevel is consistently featured in top media outlets including Bloomberg, Buzzfeed, Byrdie, CNBC, CNN, Esquire, Forbes, GQ, Gear Patrol, Harper’s Bazaar, The Manual, Men’s Health, Oprah Daily, Vogue, Today.com, Spy, and more!
Top holiday gift guide presence in GQ, Esquire, Vanity Fair, Vogue, Business Insider, Buzzfeed, Bustle, Essence, New York Post and more!
Instagram

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